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Publication
Fluxo de comunicação e partilha de dados entre agências criativas e agências de meios
| Name: | Description: | Size: | Format: | |
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| 481.89 KB | Adobe PDF | |||
| 3.62 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Num mercado em constante evolução como o da Publicidade,
é necessário encontrar ferramentas e métodos que permitam
aos profissionais acompanhar o seu progresso. O Fluxo de
Comunicação e Partilha de dados é fundamental para que isto
seja possível. A base e o objetivo do Marketing e da
Publicidade é a comunicação, sendo fulcral que, quem com
esta trabalha diariamente utilize os seus expertises na área não
só para o momento de passar a mensagem ao consumidor, mas
como para realizar o seu trabalho em parceria com os
diferentes departamentos envolvidos no processo.
A presente investigação, tem como objetivo compreender de
que forma a partilha de dados e o fluxo de comunicação entre
diferentes departamentos como o criativo e o analítico, influenciam a eficiência das campanhas publicitárias.
Como metodologia utilizou a análise bibliográfica e entrevista
de forma a comprovar a teoria encontrada através de diversos
autores.
Os resultados obtidos revelaram à autora, que existe uma
grande necessidade de criar sinergias entre os diferentes
departamentos, de forma a desenvolver estratégias
publicitárias de excelência. A pesquisa mostra também que
apesar de algo relutantes alguns dos profissionais da área,
demostra haver abertura para que se façam avanços naquilo
que são parcerias entre agências 360.
In a market where there is constant evolution, like the Advertisement one, it is necessary to find tools and methods that allow the professionals to accompany its progress. The Flux of Communication and Data Sharing is fundamental for this to be possible. The base and goal of Marketing and Advertisement is the communication, being crucial that, the ones who work with it every day, use their expertise in the area, not only to pass their message to the consumer, but also, to do their work alongside the different departments involved in the process. The present investigation has the goal to understand the way how data sharing and the flux of communication between the various departments, like the creative and analytical, influence the efficiency of the advertisement campaigns. As methodology for this research, the bibliographic analysis and the process of interviews were used to prove the theory found based on the work of other authors. The results obtained show the author that there is a need to crate synergy between the different departments, to be able to develop advertisement strategies in excellence. The research shows that, even if some of the professionals in the area are skeptical, there is space in the area for big developments to be done in the partnerships between 360º agencies.
In a market where there is constant evolution, like the Advertisement one, it is necessary to find tools and methods that allow the professionals to accompany its progress. The Flux of Communication and Data Sharing is fundamental for this to be possible. The base and goal of Marketing and Advertisement is the communication, being crucial that, the ones who work with it every day, use their expertise in the area, not only to pass their message to the consumer, but also, to do their work alongside the different departments involved in the process. The present investigation has the goal to understand the way how data sharing and the flux of communication between the various departments, like the creative and analytical, influence the efficiency of the advertisement campaigns. As methodology for this research, the bibliographic analysis and the process of interviews were used to prove the theory found based on the work of other authors. The results obtained show the author that there is a need to crate synergy between the different departments, to be able to develop advertisement strategies in excellence. The research shows that, even if some of the professionals in the area are skeptical, there is space in the area for big developments to be done in the partnerships between 360º agencies.
Description
Keywords
Agências criativas Agências de meios Publicidade Campanha publicitárias Partilha de dados